on staff at each of the MCI-Setra service centers. The merger entailed closing two of the North American Setra service centers (Secaucus and Greensboro) and merging the MCI and Setra faciliies in Orlando, FL. Coaches arriving from Germany will undergo prep. All this shuffling of parts and training techs is in advance of the question at the forefront: How will MCI position, market and sell the Setra S 417 and S 407 coaches so as not to compete with its E and J model 4500s? “We asked ourselves what we were going to do with all these vehicles,” says Jon Yarusso. “We have thought this through from both sides and have come to a clear idea of what we intend for the Setra S 417.” Generally, MCI sees the S 417 serving a greater number of coach operators who conduct business within the specialized niche of high luxury coach transport. He says that the plan will be to offer it as very high-end luxury brand it has always been, but with a few new wrinkles. “As long as Setra has been marketed in North America, operators have not seen the levels of customization that is available the coaches in Europe,” says Yarusso. “There are some unbelievable options.
MCI is the North American distributor of the Setra S 417 (back) and S 407 (front) positioned for specialized markets.
Until now, Setra has not pushed these aspects in this market.” Yarusso says Setra buyers can now choose from a menu of custom features that includes assorted seating configurations, onboard office amenities and service galleys. With the exception of a few demo coaches, Setra will essentially “build to suit” each S 417 for North American operators. “This higher end approach is possible only through this new partnership,” he says. “It requires the economy of scale
MCI and Setra parts sit side by side on a factory line in Louisville, KY.
BUSRide
Setra gains through the larger support network of MCI. Selling 75 to 100 units annually, Setra could not support this lower sales volume on its own.” Additionally, MCI says it can customize the S 417 because of Daimler Buses’ capability of building any model of any bus at any time on its unique factory assembly line in Neu Ulm — and deliver it to the U.S. conveniently and efficiently. In contrast, while the MCI J4500 edges closer to its sibling in styling and amenities, the MCI E4500 will continue as the stalwart luxury choice for over-the-road the charter service, but without as much customization as is available with the S 417. MCI says it has not fully flushed out its final positioning of the Setra S 407, originally imported to North America as Setra’s answer to the J model. “Separating the S 407 from the J model poses a challenge,” says MCI Vice President Private Sector Sales and Marketing Pat Ziska. “Operators can use this coach in a similar way as the J4500, but all considered the S 407 hasn’t been as successful in this market.” Yarusso says that at this time MCI sees the S 407 better serving operators in corporate and airport shuttles, and charters of shorter distances. “This is an excellent opportunity for the luxury Setra represents to be more relevant in more places throughout the United States and Canada,” says MCI President and CEO Rick Heller. “The Setra brand succeeded in Europe and now MCI is committed and prepared to ensure it happens in North America.” BR
January 2013
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